The service is designed to match buyers and sellers of online ad space in a real-time marketplace
Google is taking the wraps off its overhauled ad exchange, which it sees as a key part of the effort to reinvent online display advertising.
The DoubleClick Ad Exchange is designed to operate like the New York Stock Exchange, matching buyers and sellers of online ad space in a real-time marketplace. Buyers, in this case ad networks or agency networks, bid on an impression-by-impression basis for inventory that publishers make available. Google will create liquidity in the exchange by linking it to its AdWords ad system and AdSense publisher platform.
The exchange will compete with others. Yahoo purchased Right Media in 2005, which up to now has been the leader among such services. Microsoft bought AdECN in 2007.
Google paints the effort as part of a broader push to reinvigorate display advertising, which has suffered anemic click rates, low prices and high costs for running campaigns.
"Display advertising, despite the fact that it's been around for over a decade, is still not living up to its potential," said Neal Mohan, vp of product management at Google.
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Source - AdWeek
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